This dissertation investigates customer responses to discount offers on The Economist magazine, analyzing the effectiveness of these offers in attracting customers and influencing their purchase decisions. The study employs a positivism research philosophy and an inductive approach, collecting primary data through questionnaires and secondary data from various sources. The research explores the impact of discounts on sales, identifies factors affecting customer behavior, and uses both qualitative and quantitative methods for data analysis, including thematic and statistical analysis. The findings reveal that the Economist magazine strategically uses discounts, and the study highlights the influence of factors such as product quality, marketing, and pricing on customer decisions. The dissertation concludes with recommendations for the magazine to enhance its customer engagement through strategies like free shipping and percentage-based discounts. The research provides a comprehensive understanding of how discount offers impact customer behavior and sales within the context of a leading magazine, offering valuable insights for marketing strategies and business development.